Carpe Diem 2016

The problem statement:

The main problem is that the Ponds in talc category is losing its market
share. There are three types of target customers: Lapser, Recruits and Core
Users. Lapsers need to stick around the brand, Recruits need to join the
customer segment for the brand/product and core users need some
excitement towards the brand.
The objective:
The customers targeted belongs to different categories of problem thus the
objective is to devise different strategies for each segment, hence for lapser
innovative product, for Recruits new marketing strategy and for core users a
new activation campaign is the solution.
Consumer insights:
Lapsers are not loyal to brand. They generally look for value for money and
they move towards different products which can provide better benefits.
Recruits are new entries for the product/ brand in the market hence
awareness and unique marketing strategy drives their behavior. Core users
are the loyal and volume sales producing segment which need some
excitement towards the brand.
The big idea:
As discussed there are three segments so three big ideas for each segment:
Lapsers: New SPF protective herbal talcum According to the research
the three pain points of these customers are packaging, usage and perceptions. The
idea targets the usage and perception thus revolves around the upcoming health concern of the
customers; this is evidently visible with the 5000 crore turnover made by Patanjali. Thus
targeting the general perception that talc produces cancer should be used to pitch our herbal
product. Also 66% customer believe in replacing a deodorant with a talcum, thus we need to
come up with a consolidated product which can offer all the present benefits of the talc and a
new feature of SPF protection too.
Recruits: there is a buzz in rural area about the celebrity lifestyle, Ponds have been making
smooth shifts in talcum theme statement. Advertisement should be revolving around the feel of
celebrity using our talc. For packaging affordability should be maintained for these customers.
Core users: should be provided with litmus slips which provide a test to show that you are
sweating too much and in need of talc may be can be related to odor too.
Implementation of the idea:
Lapsers: Research and development is needed to come up with a herbal
product which can along with other benefits also provide UV rays protection.
Recruits: Focus on existing advertisement to be molded for the rural area
around the celebrity like feel with the use of the product. It should appeal the
customer as a thing of luxury in their pocket price.

Core Users: Build a litmus test like slip which can detect sweat and change
the color and on applying talc on it it changed back to its original color.
Harmful effects of sweat can be pitched in this point.